Unrivaled and Under Armour: A Winning Partnership for Women's Basketball

The women's basketball landscape is set to undergo a significant transformation with the launch of the Unrivaled league, a 3-on-3 women's hoops league that has signed a multiyear deal with Under Armour to become its official uniform partner and performance outfitter. This strategic partnership is poised to benefit both parties, as they tap into the growing market for women's sports apparel and capitalize on the rising popularity of women's basketball.

Unrivaled, co-founded by WNBA stars Breanna Stewart and Napheesa Collier, has positioned itself as a destination for WNBA stars to play basketball in the U.S. during the offseason. The league has signed 36 top players, offering attractive financial incentives that include equity, and has secured a media broadcast deal with TNT Sports. With Under Armour on board, Unrivaled is further solidifying its status as a premier women's basketball league.

Under Armour, the Baltimore-based sportswear company, is no stranger to women's basketball. The brand has a long history of investing in the sport, from grassroots levels to professional leagues. By partnering with Unrivaled, Under Armour gains significant exposure to a passionate fan base and demonstrates its commitment to empowering female athletes. This deal aligns with Under Armour's broader strategy to focus on female athletes and women's sports, allowing the brand to showcase its performance apparel and footwear to a wider audience.

As part of the partnership, Under Armour will provide all players, coaches, and staff with performance apparel and accessories both on and off the court. Players who do not have an active shoe deal will have Under Armour basketball footwear options available to them. Additionally, Under Armour will give players the opportunity to create custom products tailored for optimal fit and comfort. This not only enhances the league's professional image but also creates opportunities for co-branded merchandise sales and marketing collaborations.

The partnership between Unrivaled and Under Armour is expected to generate significant revenue streams for the women's basketball league. While the financial terms of the deal were not disclosed, the partnership is likely to contribute to Unrivaled's overall financial sustainability by diversifying its revenue streams and strengthening its brand presence. As the league kicks off its inaugural season in Miami on January 17, 2025, the Under Armour partnership is a testament to the growing market for women's sports apparel and the potential for women's basketball to capture a larger share of the sports market.

In conclusion, the partnership between Unrivaled and Under Armour is a strategic move for both parties, as they tap into the growing market for women's sports apparel and capitalize on the rising popularity of women's basketball. This deal not only benefits the league and the brand but also empowers female athletes and promotes the growth of women's sports. As the Unrivaled league takes center stage, investors and fans alike can expect an exciting new chapter in women's basketball.